inLove Self-Care for the Melanated

All skin is made differently, especially the melanated skin. The skin is not a one-size-fit-all. The first priority to self care is to be “in-love” with yourself and your skin first. inLove was branded for the consumer market with melanated and sensitive skin. I worked to reposition the brand, design a brand identity system, a new message and unite the brand under one common mission.

Like many stories, inLove had a traditional model to help people of color have clearer skin. I developed a new brand system and visual language through various mood boards, precise weight, and style, and explored letterform variations (especially “in”). In order to address inLove to the specific target group and successfully communicate its values, it was decided to avoid super complex designs and elements in the brand identity.

The inLove brand identity uses creative letterforms to create the feel of luxury, cleanliness, and love resulting in a logo that’s sleek, modern, and full of meaning. For the logo, all the letters were illustrated by scratch, which allowed a logo to be made just for them. Illustrated the “in” as an elegant script with the heart as the “dot” for the letter “i”. The typeface weight is medium, which speaks for its slight bold sophistication. The colors are minimal and natural to give the brand its tone of voice for those of color.